The main reason that a company tackles a new exhibition venue is to make certain that the product or service comes across well. Each venue visited is part of a continuing effort to propel the brand – which represents the good or service on the market – to the next level. To elevate or maintain standing in the forefront requires research and application. Applying tested and true standards that will get the company noticed. Goods and services in the forefront of the market place become valuable due to:
- An increase in the financial revenue of the company
- The promotion of the brand’s credo, philosophy or message
- The possibility of the brand’s elevation from a local resource to national or international exposure
In discussing this retail model of exposure, it is important to note that there are some different criteria in place for the exhibition of not-for-profit goods and services since their bottom line is more complex as it relates to revenue.
The Importance of the Trade Show
Since the late eighteenth century, the trade show has been a standard event in the retail industry. The European continent is credited with holding the very first trade show (fair) and they continue to exist today in hearty number. There are large trade shows occurring all around the world at any given time showcasing any given good or service.
Making your item standout and become three-dimensional requires that it is poised on a stand of some sort so that the thousands of people strolling by will see the display. Display stands position the product in a better visual space so that it is not lost among the crowds of other trade show attendees and displays. You can browse the great assortment of exhibition stands that can be incorporated into your space for the next trade show online.
Whether displaying wares at a large trade show or a smaller venue it is important to utilise business acumen to garner the most effective benefit from the experience. Enormous amounts of time and money have been put into a company’s trade show participation and any waste of those resources will not beneficial to the bottom line.
Toward the end of achieving the best results at the next trade show consider the following:
Make Certain to Have the Best Staff on Hand – there are long hours involved in the trade show experience. There are many displays to see as well as presentations and video pitches that may be on the agenda. Rotating the staff that is manning the table is critical to success. Staff should have adequate break times and meal periods. It is a good idea to let them see different aspects of the trade show as well so to understand more about where the company they represent fits into the market space.
Staff who may occupy a lower level position will feel more involved, confident and capable if they are asked to look around the venue at the competitors. To capitalise on that viewpoint the staff can offer criticism and feedback to higher level employees. This collaborative effort will bring a fresher perspective to the company while giving staffers an opportunity to contribute meaningfully and learn more about the business to which they are employed.
Make Certain the Displays Are Cutting Edge – even if the company is selling an older fashioned commodity, or service having the newest colours, technology and overall design will emphasise to the trade show attendees and potential buyers that the company is viable. All items should be kept in best repair and form at all times to ensure the most positive results from the company’s attendance.
Make Certain Staff Acquire Some Knowledge of Your Competition – The people manning the tables should have a working knowledge of the competition that inhabits the company’s business space. Serious potential buyers, individuals who are in the position to elevate the company to the next level or competitors who are sizing the company up will often time gauge the company by what the staffers know about the industry as a whole. Knowing the competition well is an advantage that everyone at the table should have.
The keyword is display for a great trade show experience. This is the chance for all to see what the company offers the business space.